John Mellor, VP, Business Development & Strategy, delves into the changes marketers need to make to reinvent themselves for the digital age with the three P's: Process, People and Products. He also introduces the results from the Adobe Digital Marketing Maturity assessment.

Are you leaving PLA performance on the table? Google's ever-evolving Product Listing Ads is a huge source of both revenue and frustration. Although these ad units can be troublesome because they rely too heavily on Google's All Products target, using broad product targeting and guessing at initial bids for new products are not the quick fixes they appear to be. Find out how Adobe Media Optimizer portfolio bid optimisation and sparse data modelling can improve your PLA performance.
Presenters:
Victor Helpap, shop-apotheke

Paid social media revenues are predicted to grow from the $4.6 billion cited in 2012 to over $9.2 billion in 2016. These figures account for investments in all facets of paid social media advertising. As marketers and advertisers rationalise this very real advertising channel in their entire paid media mix, new opportunities to reach customers, create engagement, broaden brand awareness, and encourage direct response continue to present themselves.
Presenters:
Twitter: Bruce Daisley, Director
Hotels.com: Bastiaan Ellen, Director, Social Media Marketing

Industry analysts forecast that Western European brands will spend over $4.4 billion on mobile advertising by 2016. Yet this spend level represents only a minor share of the total digital ad spend. Given consumers' adoption and use of smartphones and tablets, the imbalance between media time spent and advertising is clearly an industry problem. However, some marketers are moving forward with mobile-specific campaigns and seeing success with mobile ads in driving customer acquisition.
Presenters:
Dailymotion: Damien du Chéné, VP Strategy & Marketing. Zalando: Sebastian Grebasch, Head of SEA/Mobile Marketing

The combination of advanced bid rules and strong portfolio algorithms make Adobe Media Optimizer the most powerful bidding platform in the industry. Learn how customers have improved their bidding strategies by taking advantage of multiple attribution perspectives. Unlock the other 50% of actionable signals from your keywords that are being ignored by simplistic rules or single-metric portfolio objectives. This consistent segmentation framework empowers search marketers to define success with more accuracy than ever before. Discover which patterns you can start applying to your keywords today to improve efficiency and volume. potential
Presenters:
iConText: Timofey Putintsev, Business Development Director

The analytics landscape is evolving towards more data, more complexity and, hopefully, more insights. What was known as "web analytics" a few years ago is now "digital analytics", incorporating more than just the web. "Predictive analytics" are just around the corner. But will "customer analytics" be the next big step? Will it save those of us who embrace the change?
Presenters:
PWC: Matthew Tod, Partner, Consulting

Exposing the relationships between online interactions and how they impact your offline customer profiles is crucial for successful retention models. Membership organisations can no longer afford to make decisions on web analytics data alone if they want to identify and optimise their membership numbers. Hear how a large organisation is effectively segmenting its customers based on their online and offline behaviour to retain existing customers, grow new customers, and optimise its marketing.
Presenters:
Channel 4: Simon Ricketts, Viewer Insights Manager

Dispel the myth that social media is worthless by putting it into context with your other marketing efforts. Join Paddy Power's Johnny Devitt, to learn how social media has fundamentally changed the way marketers and analysts think about online advertising. Discover how the most innovative companies are tracking social interactions to revenue conversions. This session covers: Best practices for social measurement based on Facebook experiences and research Tactical recommendations for optimising current measurement practices The types of content and social campaigns that drive success on Facebook.
Presenters:
Paddy Power: Johnny Devitt, Head of Social & Display Media

How Amnesty International is leveraging social media, mobile, and other cutting edge digital technology to protect human rights around the world. This session will include success stories as well as tackling the complexities of operating an NGO at global scale in the digital age.
Presenters:
Amnesty International: Paulina Goodwin, Digital Content Manager
Tanya O'Carroll, Project Officer, Technology and Human Rights,

Get a closer look at Adobe Social during this hands-on product overview. Review core capabilities and new functionality, and learn about how to best leverage Adobe Social to engage customers, amplify reach, and demonstrate social marketing ROI.

Consumers expect—and want—highly relevant digital experiences, but many are suspicious of being targeted because they've encountered poor experiences before. Marketers are challenged to offer compelling and relevant content that provides customer experience satisfaction while meeting key business objectives. Learn how you can utilise your consumer and performance data to deliver tailored, personalised experiences that resonate with your visitors and drive conversion.

Consumers are often overwhelmed with irrelevant content and frustrated when they cannot easily find what they want or need. Digital marketers find it challenging to engage a diverse array of visitors on a personal level and present a tailored, functional path through their web or mobile site to successful conversion. They must quickly identify and deliver the most relevant, engaging experience at each critical point of interaction throughout a customer's journey. We know, we know—easier said than done. But by the end of this session, you will have 10 tips and tricks to make personalization easier and more effective.

Is your content more valuable and relevant than your competitors? Do you find yourself competing on price wars online? Instead of joining this rat race, differentiate through a great mobile experience that no one can match. Launching an app successfully involves more than great design and coding. By providing a sticky mobile app that offers a phenomenal user experience, you could earn a spot on the home screen and become part of your audience's daily routine.

Creating and managing content that drives brand awareness and customer demand is challenging. Coupling that with the need to create personalised experiences across a mobile or social channel is an entirely different ball game. Marketers are scrambling to achieve a competitive advantage and get a leg up on the competition. Discover first-hand the top-10 marketing must haves that all content marketers and strategists need to get ahead of the competition and how Adobe Experience Manager can make your brand shine.

Brands everywhere are wrestling with the best ways to balance the pressures of consumer expectations and business demands as they prepare to move fully into digital. John Mellor, VP of Strategy for Digital Marketing, is joined onstage by Felix Baumgartner and several trailblazers who are leading the way in digital marketing to discuss why it’s time to take theleap—and why you don’t have to do it alone.

In order to create the kinds of individualized digital experiences that drive consumers to act, brands have to understand how to optimize the few moments between an action – a click, a tap, a swipe – and an experience. Join Brad Rencher, Adobe’s SVP & GM of Digital Marketing, and special guests as we illustrate how Adobe’s solutions are bringing together the four key components of the last millisecond for brands and consumers.

This tutorial describes how to use the analytics in the Events Module to analyze and report on a number of things, from participant engagement through to success of your event promotions to optimize campaign spend.

This tutorial describes how to use the Events Module to create and publish rich event registration pages, emails and catalogs to promote your event and register participants. Events Module analytics are covered in a separate tutorial.